Diagnosing and Managing Online B2C Relationships: Toward a B2C Relationship Stage Theory

摘要

This dissertation highlights the need for IS research in the area of eCommerce B2C relationships, and explores how relationship theory can be extended to IS research. Levinger's (1980) Stage Theory provides the theoretical foundation for this research. The dissertation will include the conceptual development of a B2C Relationship Stage Theory (B2C-RST) framework. The second aspect of the dissertation will include the empirical testing of B2C-RST's first stage, an applied theoretical eCommerce Attraction Model (eCAM).